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Marketers run risk of platforms pulling plug on social campaigns

Marketers run risk of platforms pulling plug on social campaigns

The Direct Marketing Association (DMA) is warning marketers that they risk losing money by having their social media marketing campaigns rejected by the top four platforms for failing to comply with their marketing policies.

The warning comes as the DMA announces the launch of its new free service, the Social Media Helpdesk.

Run in conjunction with Syncapse, the helpdesk provides enquiring marketers with practical, jargon-free advice on complying with the marketing policies of Facebook, Twitter, LinkedIn and YouTube.

Each social media platform has its own policy regarding the hosting of marketing promotions, games and apps. Marketers must design their campaigns around these requirements, or platforms have the right to exclude campaigns for not meeting their criteria.

Social media marketing has experienced a boom in the past couple of years; according to figures published by the Internet Advertising Bureau in March 2011, UK companies spent £132m on social media marketing during 2010 – 14 per cent of total expenditure on online display marketing.

This represents a year-on-year rise of 200 per cent. Richard Evans, the DMA’s head of legal and compliance services, said that the DMA Social Media Helpdesk will help marketers avoid making costly mistakes: “Social media platforms have strict rules concerning the marketing apps, games and promotions they accept on their websites. Marketers need to do their homework on these conditions and restrictions, or else they run the real risk of producing work that platforms refuse to host.

“We’re aware of a number of companies that have been left out of pocket because of their ignorance of platforms’ marketing policies. By calling our free helpdesk, marketers can avoid rushing into creating a social media campaign that falls at the last hurdle.”

The Social Media Helpdesk is a free service for DMA members. Visit for more information.

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